The popular Call of Duty franchise is preparing for a major comeback with the release of Modern Warfare 4, as publisher Activision looks to rebuild player confidence following a disappointing year.
After facing criticism over its previous release and losing players to competing titles, the long-running military shooter series is under pressure to deliver a stronger experience.
The challenge comes at a particularly competitive time for the gaming industry, with the highly anticipated Grand Theft Auto 6 scheduled to arrive just weeks after the latest Call of Duty instalment.
Despite the intense competition, Activision believes the excitement surrounding GTA 6 could benefit the wider gaming market rather than threaten its own success.
Speaking to BBC Newsbeat, developers and executives involved in Modern Warfare 4 discussed their efforts to regain fans' trust and restore the franchise's reputation.
Call of Duty Faces Pressure After Disappointing Sales
For more than 15 years, Call of Duty has consistently ranked among the best-selling video games in the United States.
Since 2009, the franchise has regularly secured either first or second place in annual US video game sales rankings.
However, its performance declined significantly in 2025.
According to market research company Circana, Call of Duty: Black Ops 7 finished seventh in the US sales charts, while ranking eighth among the UK's best-selling games.
Industry observers believe the game's availability through Microsoft's Xbox Game Pass subscription service may have contributed to weaker traditional sales.
Unlike last year's release, Modern Warfare 4 will not be available through Game Pass at launch.
The franchise also faced increased competition from Battlefield 6 and Arc Raiders, a multiplayer title developed by Swedish studio Embark that unexpectedly became a major success.
Meanwhile, some longtime players expressed frustration with the introduction of unusual character skins inspired by cartoons and popular entertainment franchises.
These cosmetic additions, which altered the appearance of characters during multiplayer matches, became a controversial issue within the gaming community.
Activision's chief marketing officer, Tyler Bahl, acknowledged that the company had fallen short of player expectations.
He admitted that the previous instalment had disappointed parts of the community and said developers had carefully considered player feedback when preparing the new release.
As part of those changes, Modern Warfare 4 will allow users to disable certain cosmetic features that previously attracted criticism.
Bahl described the upcoming game as an effort to restore the qualities that originally made the franchise successful.
Activision Launches Major Promotional Campaign
To generate excitement around Modern Warfare 4, Activision has invested heavily in an ambitious international marketing campaign.
In London's Shoreditch neighbourhood, the company recreated a South Korean street, complete with noodle restaurants and convenience stores, to reflect the game's setting.
A similar promotional installation was established in downtown Los Angeles.
The upcoming title places players in a military conflict involving North and South Korea, providing the backdrop for its action-packed gameplay.
Beyond these installations, Activision has organised several high-profile partnerships to attract a broader audience.
In July, the company enlisted actress Inde Navarrette, known for her role in Obsession, to promote the game at Fanatics Fest.
Navarrette previously streamed Call of Duty on Twitch before gaining recognition in Hollywood.
Activision has also partnered with the six-a-side football competition Baller League and collaborated with popular YouTube creator MrBeast to introduce the game's new DMZ multiplayer experience.
Bahl explained that these promotional activities are intended to demonstrate the franchise's influence, ambition and position within popular culture.
Although such campaigns require substantial investment, he believes they are essential for maintaining the series' visibility and reaching both existing and potential players.
GTA 6 Could Create New Opportunities for Call of Duty
One of the biggest challenges facing Modern Warfare 4 is the approaching release of Grand Theft Auto 6, widely regarded as one of the most eagerly awaited video games in recent years.
Developed by Rockstar Games, GTA 6 is expected to attract enormous attention and potentially encourage more consumers to purchase gaming consoles.
Despite increasing hardware prices, industry figures hope the game's popularity will bring former players back to gaming and introduce new audiences to the medium.
Rather than viewing GTA 6 solely as a competitor, Activision believes its release could help expand the overall gaming audience.
Bahl described GTA 6 and Call of Duty as two of the year's most significant gaming releases but suggested that their different experiences would allow both to succeed.
He argued that renewed interest in PlayStation and Xbox consoles could encourage more people to explore multiple games instead of choosing only one.
GTA 6 is initially expected to launch exclusively on PlayStation 5 and Xbox consoles, with multiplayer features unavailable at release.
Activision believes this creates an opportunity for Modern Warfare 4 to appeal to players seeking a competitive online multiplayer experience.
Although the latest Call of Duty title will cost approximately £70 in the UK, Bahl emphasised that many players continue using the game throughout the year.
He explained that the franchise's lasting appeal comes not only from its combat mechanics but also from the social connections players develop.
For many fans, Call of Duty serves as a regular online meeting place where they can spend time with friends while participating in multiplayer matches.
Modern Warfare 4 Promises a Stronger Story Campaign
Alongside multiplayer improvements, Activision is placing renewed emphasis on the game's single-player campaign.
The campaign in last year's Black Ops 7 attracted widespread criticism, with some players expressing disappointment over its storytelling and overall experience.
Although multiplayer remains the primary attraction for many Call of Duty fans, the franchise's cinematic single-player adventures continue to hold an important place in its identity.
Different instalments explore separate storylines, with the Modern Warfare series becoming particularly popular for its memorable characters and military narratives.
Activision has described Modern Warfare 4 as the concluding chapter in the story of Captain John Price, one of the franchise's most recognisable characters.
British actor Barry Sloane, who portrays Price, said the new campaign would bring together story elements developed throughout previous games.
He suggested that players could expect unexpected developments as the long-running narrative reaches its conclusion.
Despite the pressure surrounding the release, Sloane said he remains enthusiastic about returning to the character.
The actor explained that he has consistently received strong support from the gaming community and feels excited about the opportunity to complete Price's story.
Returning Characters and New Villains
The upcoming instalment will also feature the return of María Elisa Camargo as Valeria Garza, a powerful cartel leader introduced in earlier entries.
Camargo acknowledged that Call of Duty players have demanding expectations, particularly when it comes to character development and storytelling.
She described the fanbase as highly engaged and knowledgeable, noting that players expect convincing performances and compelling narratives rather than accepting characters without question.
Meanwhile, acclaimed Danish actor Mads Mikkelsen joins the franchise as a mysterious antagonist known as The Archer.
Mikkelsen, recognised for his performances in Casino Royale and the television series Hannibal, brings another prominent Hollywood name to the game's cast.
The actor also shared a humorous personal reason for looking forward to the release.
He said his son would almost certainly enjoy repeatedly defeating his character during gameplay, making the experience particularly entertaining for his family.
A Crucial Release for the Franchise
With Modern Warfare 4, Activision faces the difficult task of restoring confidence in one of gaming's most commercially successful franchises.
The publisher is relying on improved gameplay, a more satisfying single-player campaign, returning fan-favourite characters and an extensive promotional campaign to attract players.
At the same time, growing competition from established franchises and emerging multiplayer games means Call of Duty can no longer depend entirely on its historical popularity.
The approaching arrival of GTA 6 adds another layer of uncertainty, although Activision remains optimistic that increased enthusiasm for gaming could benefit both releases.
Ultimately, the success of Modern Warfare 4 will depend on whether its developers can convince longtime supporters that their concerns have been addressed while offering enough fresh content to attract a new generation of players.
